Kraft Foods has quit the Greek yoghurt market in the US with its decision to pull its Athenos range.
The US food giant said it stopped selling the product last month, with the company deciding to shift resources to other Athenos-branded products such as feta cheese, hummus, pita chips and spreadable cheese.
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Athenos Greek yoghurt was launched in autumn 2010, marking Kraft’s re-entry into the US yoghurt category, which it exited in 2004 when it sold Breyers Fruit and a number of other brands.
In a statement from Kraft today (13 April), the company did not give reasons for discontinuing the line.
“Although we had a loyal following of Athenos Greek yogurt fans we have decided to refocus our efforts on innovating new products for the Athenos brand,” the company said.
“We know that this is very disappointing to consumers and it was an extremely difficult decision for us to make. However, we think consumers will continue to enjoy our other Athenos products including feta, hummus, spreadable cheese and pita chips.”
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By GlobalDataDemand for Greek yoghurt has been on the rise in recent years and analysts estimate that it acccounts for a quarter of all yoghurt sales in the US. The largest Greek yoghurt brand is the privately-owned Chobani, while Danone and General Mills have been looking to increase their presence in the sector.
